Sexy women's underwear is making a comeback with Dior launching a babydolldresss over a black thong at a show in Paris this winter.

Similarly, lingerie brand Chantelle has joined the trend, launching a new Chantelle X line that prioritizes sexiness.

Experts say this trend emphasizes women wearing lingerie for themselves rather than trying to impress others.

Victoria's Secret -- which was seen as symbolising a narrow beauty ideal in the past -- has abandoned its slogan "The Perfect Body" and its army of "Angels" in favour of more full-figured models and strong personalities such as footballer Megan Rapinoe.

The company, previously known for its monochrome close-ups on bums and breasts, is now running ads that show faces, sometimes staring straight into the lens.

Aline Tran, Founder, Les Rituelles says, said there needs to be less anxiety around seduction, and it should instead be seen as something empowering.